Principles of Marketing

A Value-Based Approach

by Ayantunji Gbadamosi, Ian K. Bathgate and Sonny Nwankwo

About the editors

Ayantunji Gbadamosi is Senior Lecturer of Marketing and Deputy Leader, Research Group for Marketing and Consumption Practice at the University of East London, UK.

Sonny Nwankwo is Professor of Marketing and Director for Research and Enterprise at the University of East London, UK.

Ian Bathgate is Principal Lecturer and Field Leader for Strategy, Operations, Marketing, and Management at the University of East London, UK.